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Mike Derezin Sales Best Practices of Modern Sales and Marketing for Talent Acquisition Brendan Browne Recruiting Francois Dufour Marketing

Best practices of modern marketing & sales for talent acquisition leaders

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Page 1: Best practices of modern marketing & sales for talent acquisition leaders

  Mike Derezin  Sales

Best Practices of Modern Sales and Marketing for Talent Acquisition

  Brendan BrowneRecruiting

  Francois Dufour  Marketing

Page 2: Best practices of modern marketing & sales for talent acquisition leaders
Page 3: Best practices of modern marketing & sales for talent acquisition leaders

Leela

Catherine

Tejal

MarkMatthew

Page 4: Best practices of modern marketing & sales for talent acquisition leaders

Recruiters are Sales &

Marketing Professionals

@frfrdufour

Page 5: Best practices of modern marketing & sales for talent acquisition leaders

Transformation

Page 6: Best practices of modern marketing & sales for talent acquisition leaders

Discovery PreferenceConsideration Transaction

@frfrdufour

Page 7: Best practices of modern marketing & sales for talent acquisition leaders

Discovery PreferenceConsideration Transaction

@frfrdufour

Page 8: Best practices of modern marketing & sales for talent acquisition leaders

Discovery PreferenceConsideration Transaction

@frfrdufour

Page 9: Best practices of modern marketing & sales for talent acquisition leaders

Discovery PreferenceConsideration Transaction

Page 10: Best practices of modern marketing & sales for talent acquisition leaders
Page 11: Best practices of modern marketing & sales for talent acquisition leaders

The quality & accessibility of quality content is exploding

@frfrdufour

Page 12: Best practices of modern marketing & sales for talent acquisition leaders

70%

* Source: Sirius Decisions

The buyer’s journey is 70% complete by the time a sales person is contacted *

Discovery PreferenceConsideration Transaction

@frfrdufour

Page 13: Best practices of modern marketing & sales for talent acquisition leaders

What does that mean

for Talent Acquisition?

@frfrdufour

Page 14: Best practices of modern marketing & sales for talent acquisition leaders

When they go through their discovery

journey, will top candidates prefer you

or your competitors?

@frfrdufour

Page 15: Best practices of modern marketing & sales for talent acquisition leaders

Best Practices of Marketing & Sales3

Page 16: Best practices of modern marketing & sales for talent acquisition leaders

Best Practice #1

Segmentation

Best Practice #2

Content Marketing

Best Practice #3

Warm’em up

@frfrdufour

Page 17: Best practices of modern marketing & sales for talent acquisition leaders

Segmentation

Be ultra-relevant to your core-target audience Spend your time on the right prospects

Best Practice #1

@frfrdufour

Page 18: Best practices of modern marketing & sales for talent acquisition leaders

Segment your Market

1Segment

2Segment

3Segment

4Segment

@frfrdufour

Page 19: Best practices of modern marketing & sales for talent acquisition leaders

Segment your Market

Your target

@frfrdufour

1Segment

2Segment

3Segment

4Segment

Page 20: Best practices of modern marketing & sales for talent acquisition leaders

Persona: character representing a group’s needs & behaviors

Put a human face on your target

Get your team on the same page

Inform content & comms plans

Product Marketing Manager

Java Engineer

Sales Manager

@frfrdufour

Page 21: Best practices of modern marketing & sales for talent acquisition leaders

Profile your best customer / candidate

your sweet spot

@frfrdufour

1Segment

2Segment

3Segment

4Segment

Page 22: Best practices of modern marketing & sales for talent acquisition leaders

Stacey Sales Manager

“I share industry best practices to drive real

impact for my customers.”

Page 23: Best practices of modern marketing & sales for talent acquisition leaders

Stacey Uchida Vice President, Sales

Current

North WidgetsEducation

Michigan State University

Case studies, Analyst briefings In-person demo

In person conferences Blog posts & Videos

How she researches a new role:

Content type:

Content format: Former managers Peers Industry Analysts

Influencers of her career decisions:

LinkedIn (Influencers & groups) Facebook Social Selling Conferences Sales Insider

Where she hangs out:

Build her skillset. Help customers succeed

Become youngest ever VP of Sales at LinkedIn

Miss quarterly quota Not meet her customers’ expectations

Drivers

Goal:

Motivators:

Fears:

Page 24: Best practices of modern marketing & sales for talent acquisition leaders

We focus at account level and consider “how big?” & “how likely?”

Size of PrizeHow Big?

Temperature How Likely?

Low

High

High

@mikedfresh

Page 25: Best practices of modern marketing & sales for talent acquisition leaders

We focus at account level and consider “how big?” & “how likely?”

Size of PrizeHow Big?

Temperature How Likely?

Low

High

High

Tele-Sales

“Red Carpet” Nurture

Build Awareness

Marketing Sales

@mikedfresh

Page 26: Best practices of modern marketing & sales for talent acquisition leaders

We also leverage the social graph on LinkedIn to assign the socially connected rep to every single account

@mikedfresh

Page 27: Best practices of modern marketing & sales for talent acquisition leaders

Recap: 3 steps for Persona-based Marketing

Interview your very “best customers” to

develop their ID card

Allocate your resources by potential & Interest

Segment your target & aim

precisely

1

23

@mikedfresh

Page 28: Best practices of modern marketing & sales for talent acquisition leaders

Content MarketingInform or Entertain rather than advertise

Best Practice #2

@frfrdufour

Page 29: Best practices of modern marketing & sales for talent acquisition leaders

Audiences can filter out the

authentic from the inauthentic.

– Jeff Weiner, CEO, LinkedIn.

@frfrdufour

Page 30: Best practices of modern marketing & sales for talent acquisition leaders

@frfrdufour

Page 31: Best practices of modern marketing & sales for talent acquisition leaders

Content Marketing is Everywhere

@frfrdufour

Page 32: Best practices of modern marketing & sales for talent acquisition leaders

@frfrdufour

Page 33: Best practices of modern marketing & sales for talent acquisition leaders

Relevant TimelyAuthentic

3 golden rules of Content Marketing

Worth Sharing@frfrdufour

Page 34: Best practices of modern marketing & sales for talent acquisition leaders

Create content nurturing your full candidate journey

What does this company dothat is unique?

Videos Blog Exec interviews

Discovery PreferenceConsideration

@frfrdufour

Page 35: Best practices of modern marketing & sales for talent acquisition leaders

Create content nurturing your full candidate journey

Why should I be interested? What

opportunity for me?

Job description Product demos

Discovery PreferenceConsideration

@frfrdufour

Page 36: Best practices of modern marketing & sales for talent acquisition leaders

Create content nurturing your full candidate journey

Why is it right for my career?

Employee reviews Manager’s profile Customer testimonials

Discovery PreferenceConsideration

@frfrdufour

Page 37: Best practices of modern marketing & sales for talent acquisition leaders

Most of this content already exists

@frfrdufour

Page 38: Best practices of modern marketing & sales for talent acquisition leaders

Sales Reps are turning into mini-marketers

Page 39: Best practices of modern marketing & sales for talent acquisition leaders

Content Marketing is critical for Sales Reps too Drivers of sales reps out performance

Uses Social Media as Critical Channel1

2 Leads with Insight

@mikedfresh

Page 40: Best practices of modern marketing & sales for talent acquisition leaders

 Resume to Reputation

Leading with Insights

Page 41: Best practices of modern marketing & sales for talent acquisition leaders

Recap: 3 steps for Content Marketing

12

3Produce or get missing content

Post it where it matters. Fill your

“content matrix”

@mikedfresh

Page 42: Best practices of modern marketing & sales for talent acquisition leaders

Warm’em upNurture prospects “down the funnel”

Always go in warm

Best Practice #3

Page 43: Best practices of modern marketing & sales for talent acquisition leaders

12

3Use content that

resonates with her

Industrialize your

nurturing

Profile your target “persona”

@frfrdufour

Page 44: Best practices of modern marketing & sales for talent acquisition leaders

Instrument your funnel for effective nurturing

Discovery PreferenceConsideration

30% 10%

10 days 15 days 5 days@frfrdufour

Page 45: Best practices of modern marketing & sales for talent acquisition leaders

Instrument to measure and execute

Align various teams Prioritize & classify your prospects

Understand your performance & forecast better

@frfrdufour

Page 46: Best practices of modern marketing & sales for talent acquisition leaders

What signals to use to tailor your content?

Discovery PreferenceConsideration

@frfrdufour

Started following your company

Page 47: Best practices of modern marketing & sales for talent acquisition leaders

Discovery PreferenceConsideration

What signals to use to tailor your content?

@frfrdufour

Replied to

InMail

Page 48: Best practices of modern marketing & sales for talent acquisition leaders

Discovery PreferenceConsideration

Applied for a job

What signals to use to tailor your content?

@frfrdufour

Page 49: Best practices of modern marketing & sales for talent acquisition leaders

Right content, right channel, right timing

Discovery PreferenceConsideration

@frfrdufour

Following your company

Answered InMail Applied for a job

Con

tent

Thought leadership Job description Recent coverage

Cha

nnel

Status Updates InMail Direct mail

Sig

nal

Page 50: Best practices of modern marketing & sales for talent acquisition leaders

Holy Grail of Marketing

Send the right content at the right time, to the right prospects, at scale

@frfrdufour

Page 51: Best practices of modern marketing & sales for talent acquisition leaders

No one likes it cold

Page 52: Best practices of modern marketing & sales for talent acquisition leaders

Social Selling Evolution  Doesn’t happen overnight

@mikedfresh

Page 53: Best practices of modern marketing & sales for talent acquisition leaders

Social Selling Evolution  Doesn’t happen overnight

@mikedfresh

Page 54: Best practices of modern marketing & sales for talent acquisition leaders

Social Selling takes you from Serendipity to Science

Serendipity Science

vs.

@mikedfresh

Page 55: Best practices of modern marketing & sales for talent acquisition leaders

Warm introductions work

Series1

X%

Win rate when reps go

in cold

Win rate when reps go in warm

X% + 63%X

Page 56: Best practices of modern marketing & sales for talent acquisition leaders

What it means for the TA organization

Page 57: Best practices of modern marketing & sales for talent acquisition leaders

Embrace and Change

or Be Obsolete

@LinkedinCareers

Page 58: Best practices of modern marketing & sales for talent acquisition leaders

Segmentation#1

@LinkedinCareers

Page 59: Best practices of modern marketing & sales for talent acquisition leaders

Understand the “Addressable Market” Mindset

@LinkedinCareers

Page 60: Best practices of modern marketing & sales for talent acquisition leaders

In Sales and Marketing

Low

High

High

Tele-Sales

“Red Carpet”Nurture

Build Awareness

Size of PrizeHow Big?

Temperature How Likely?

@LinkedinCareers

Page 61: Best practices of modern marketing & sales for talent acquisition leaders

In Recruiting

QualityWho has expertise in skills we need?

Temperature Which prospects are most likely engage?

Low

High

High

Tele-Sales

“Red Carpet”Nurture

Build Awareness

@LinkedinCareers

Page 62: Best practices of modern marketing & sales for talent acquisition leaders

In Recruiting

QualityWho has expertise in skills we need?

Temperature Which prospects are most likely engage?

Low

High

High

Tele-Sales

“Red Carpet”Nurture

Build Awareness

1:Many 1:1

@LinkedinCareers

Page 63: Best practices of modern marketing & sales for talent acquisition leaders

In Recruiting

QualityWho has expertise in skills we need?

Temperature Which prospects are most likely engage?

Low

High

High

Tele-Sales

“Red Carpet”Nurture

Build Awareness

1:1 Approach Direct outreach via a

recruiter or hiring manager Contact via a connected LI

employee [Inside opinion]

1:Many Approach Persona-based targeting Content strategy Sponsored & follower updates

@LinkedinCareers

Page 64: Best practices of modern marketing & sales for talent acquisition leaders

We are marketers#2

@LinkedinCareers

Page 65: Best practices of modern marketing & sales for talent acquisition leaders

Marketing throughout full candidates journey

Research Warm UpTargeting Outreach

Targeting OutreachYESTERDAY

@LinkedinCareers

TODAY

Page 66: Best practices of modern marketing & sales for talent acquisition leaders

P.O.P.  Profile Optimization Project

Before

Page 67: Best practices of modern marketing & sales for talent acquisition leaders

After

P.O.P.  Profile Optimization Project

Page 68: Best practices of modern marketing & sales for talent acquisition leaders

New professional photo

Summary section with rich media

New headline

Increased reach

Page 69: Best practices of modern marketing & sales for talent acquisition leaders

Built out work history with rich media

Added Volunteers & Causes Section

Page 70: Best practices of modern marketing & sales for talent acquisition leaders

Added additional skills

Rich media in Education section

Page 71: Best practices of modern marketing & sales for talent acquisition leaders

Social Recruiting#3

@LinkedinCareers

Page 72: Best practices of modern marketing & sales for talent acquisition leaders

“Connectedness” Matters…

@LinkedinCareers

Page 73: Best practices of modern marketing & sales for talent acquisition leaders

Who You Need on Your Team

Peter R Data and Insights Ninja

Skills

SQL, Hadoop, R, Excel, TableauEmily BOnline Marketing and Demand Gen

Skills

Marketing Automation, Email Marketing

Scott AContent and Social Strategist

Skills

SEO Copywriting, Blogging, Content Planning

Liz WProgram Manager

Skills

Analysis, Online Marketing, SEM

Page 74: Best practices of modern marketing & sales for talent acquisition leaders

Today is YOUR lucky day!

@LinkedinCareers

Page 75: Best practices of modern marketing & sales for talent acquisition leaders

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20152016

20172018

20192020

2021

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